Doctors are most often exposed to online patient medical records among sources of information

Online patient medical records are the top information source, in terms of frequency of exposure, among the physicians we surveyed in the Sources & Interactions Study, March 2015: Medical/Surgical Edition. Taking the second spot are prescriptions (electronic software), which is further proof of how far-reaching digital information sources are becoming in the medical workplace. These two sources also rank in the top five information sources by importance and each has over a 76% reach among all doctors.

Doctors are exposed to online medical records an average of 250 times per year, trumping the paper versions by more than 80 occurrences. Doctors continue to be regularly exposed to mobile apps as well; with about 158 mean annual exposures to drug reference apps and 113 mean annual exposure to diagnostic tool apps. Exposure to colleagues continues to be stable with about 165 annual exposures.

The Sources & Interactions™ Study is a detailed examination of doctors’ online and mobile activities, e-detailing experience, and exposure to (and evaluation of) information sources including traditional and emerging media, pharma reps, CME, convention and more. The study is conducted every six months and targets more than 3,000 physicians annually across 22 specialties, exploring their media preferences and habits. Sources & Interactions was designed to help marketers and their agencies cost-effectively allocate resources to their overall promotional mix, and provide publishers with specific insight about where their offerings fit into physicians (and other healthcare professionals’) information inventory.

If you need specialty-specific data, let us know. We study physician media behaviors and preferences annually across 22 specialties.

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